Kellogg's has signed a multiyear deal becoming MLB’s newest corporate sponsor that gives the food giant rights across the cereal and various snack food categories. With its new rights, Kellogg's will stage a national campaign that will see MLB logos on a total of 27 million packages of Frosted Flakes, Nutri-Grain Bars, Cheez-It crackers, Keebler cookies, Rice Krispies Treats bars and other products. The “Triple Play” promotion launches at retail this month, offering consumers a grand prize of tickets to a '13 World Series game, a '14 Opening Day game and the '14 MLB All-Star Game. There are also 100 first prizes of a pair of tickets to regular-season MLB games.

The promotion will be supported with POS ads, retail displays and free-standing inserts. Kellogg's is also making an ad buy on ESPN's MLB telecasts, and possibly with other MLB rights holders. Kellogg's also will stage local-market promotions, and activate with team deals in a handful MLB markets. An accompanying MLBAM deal will allow some text-to-win promotions.